Revolution at Adidas Israel: Who will manage the marketing of the sports giant?

Adidas Israel, the local arm of the global Adidas company operating under the leadership of CEO Yair Bel, announces the appointment of Lea Reiner as the company's VP of Marketing. Adidas Israel manages the brand's extensive retail and wholesale operations in the country through its chain of stores, e-commerce site, and business partners. The appointment comes during a period of continuous growth and the deepening of the brand's status in the local sports and lifestyle market.

Reiner joins the company after over a decade in senior management and marketing roles at leading consumer goods and retail companies. In her last role, she served as VP of Marketing for Nestle Ice Cream, where she led strategic initiatives in growth and innovation, and in 2022 she was chosen as "Israel's Marketer of the Year" by the Israel Marketing Association. Previously, she held brand management positions at Procter & Gamble and gained extensive experience in leading marketing strategies.

As a member of the senior management team, Reiner will be responsible for all of Adidas's marketing activities in Israel, including sports marketing, media, public relations, and strategic partnerships. The company continues to strengthen the connection between sports, culture, and fashion, and to expand its presence in digital and retail channels alongside collaborations with major sports institutions.

Adidas Israel CEO Yair Bel welcomed the appointment and noted that Reiner is one of the most respected marketing executives in Israel, bringing a combination of strategic thinking, creativity, and a deep understanding of the local consumer. Bel added that he is confident that Reiner's experience and capabilities will be a significant part of the company's continued journey and in building the next phase of the brand in Israel.